General Attitude towards Advertising: Cultural Influence in Pakistan

Abstract

The objective of this research is to examine cultural influence on the general attitude of Pakistani people towardsadvertising. The study aims to analyze the cultural impact on attitude of people towards advertisements of brandsaccording to product information, social integration and hedonism/pleasure, whereas power distance andmasculinity as culture dimensions. Sample size includes 250 respondents which are involved directly inpurchasing. It includes adults from all disciplines, house wives within the vicinity of Islamabad/ Rawalpindi andthe people from different age groups and educational backgrounds. Regression is used to check the impact ofproduct information, social integration and hedonism over public general attitude towards advertisement. Andapply moderation analysis to check the impact of culture as moderating variable. Social integration, productinformation and hedonism have a significant impact on attitude towards advertisement. But product informationhas weak impact on attitude towards advertisement; whereas culture has a significant moderating effect whichstrengthen the relationship between dependent and independent variables. The most important limitation was thetime constraint. The time was limited due to which a huge sample size was impossible to manage. The responseswere taken only from Islamabad and Rawalpindi cities which restrict the generalizability of the study. This studywill help marketers to advertise there products according to the culture values and attitude of the people whichreflects their personality. It will also help companies to segment their customers according to theirbehavior/attitude towards advertisement, which in turn will help companies to gain competitive advantage andincrease profitability.

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